Branding

Best Western Boutique Hotels

In the years leading up to 2020, Best Western Hotels & Resorts expanded their product set to compete in the burgeoning boutique hotel landscape. With competitors launching stylish, non-traditional experiences like Marriott’s Aloft and Hyatt House, Best Western made a splash introducing four unique brands targeting travelers that wanted something different from their stay.

I drew on nearly a decade of experience writing for Best Western to stretch the tone and voice into new markets. Working face-to-face with C-level, including twice-a-week collaboration days at Best Western Headquarters, I played a huge role in the development of the ViB, GLo, Sadie and Aiden brands.

As part of the brand development, I wrote the content for all four websites, including messaging for developers and guests.